Sugro signs up to’s direct message function

Sugro has claimed to the first buying group to launch a supplier funded B2B WhatsApp initiative that allows it to send messages directly to retailers.

The group endorsed’s innovative communications solution for its members to use earlier this year and has now identified a further opportunity to send supplier promotions to their wholesalers’ customers.

Sugro has secured support from a suppliers such as Britvic, PepsiCo and Red Bull, to fund promotional WhatsApp messages that will be sent to retail customers of members that have opted into the scheme, with the aim of boosting sales.

Read more: Sugro rewards members at trade show

“We’ve been aware of a growing buzz in the wholesale sector about B2B WhatsApp’s potential and decided to explore new ways we could tap into this as a buying group,” said Sugro’s head of commercial and marketing Yulia Pettit.

“There has been a lot of supplier interest in what WhatsApp has to offer, so by launching our own messaging capability that will funnel through to our wholesalers’ retail customers, we’re creating something that will benefit every step of the supply chain. We’re now building our audience and scale even further by signing more wholesalers up to receive our messages.”

“This has been a breakthrough year for B2B WhatsApp and we’ve had a steady stream of businesses getting in touch to find out how they can use the technology to their benefit,” said chief executive Rob Mannion.

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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